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Pr in 2019 Supplementary Textbook for Canadian Pr Students PR IN 2019 SUPPLEMENTARY TEXTBOOK FOR CANADIAN PR STUDENTS MEGAN RENAUD WITH CONTRIBUTIONS BY: CAROLINE COONS SULLIVAN GENEAU DARIAN KOVACS TABLE OF CONTENTS INTRODUCTION . 3 CHAPTER 1: ADVERTORIALS . 6 CHAPTER 2: EXPERIENTIAL & EVENTS . 9 CHAPTER 3: PITCHING PUBLICITY IN 2019 . 12 CHAPTER 4: INFLUENCER & ONLINE PARTNERSHIPS .. 16 CHAPTER 5: SEO & PR . .. 18 CHAPTER 6: MEASURABLE TOOLS . 19 APPENDIX . 21 BC BUSINESS MEDIA KIT .................................... 23 CANADA WIDE MEDIA LANDSCAPE . 35 CLICK ABOVE AND SKIP TO A SPECIFIC SECTION! PUBLIC RELATIONS IN 2019 2 INTRODUCTION I have been watching what is happening in the media and I have discovered more and more reporters losing their jobs while large media outlets like Postmedia, Glacier Media, and Black Press are merging and acquiring smaller media outlets . These outlets are drastically shifting and changing how reporters interact with media and who reporters are . In this book, we will look at what an influencer is, what the role of media outlets are today and break down for everyone’s understanding what the role of Public Relations, and the role of Public Relation professionals are in this ever-changing landscape . This book is designed to be a digital download to supplement your existing PR Textbooks – we plan to update the book each quarter to ensure it’s relevant, current, and timely . There are still a lot of principles and the core of PR is the same but I think the outlets are changing . There is a financial shift of where people and brands are spending their advertising dollars . Most major media outlets are shifting their staffing, whether or not they even have staff . We will look at how to navigate outlets like this . This book will walk you through the different forms of PR, how to work in those different forms, and best practices . We will also look at what is working for PR now and beyond . This booklet also includes an updated Media Landscape in Canada reference form so you can keep track of who owns who . PUBLIC RELATIONS IN 2019 3 INTRODUCTION WE’LL COVER FIVE MAIN AREAS: 1 MEDIA BUYING IN 2019 2 PITCHING IN 2019 3 EXPERIENTIAL IN 2019 4 OP-EDS 2019 5 PR & SEO IN 2019 You might be surprised to see us covering SEO & PR - it’s important to note that PR is becoming an ever important tool in the world of Search Engine Optimization (SEO) . Having a high authority link back to your website is really, really helpful . We will cover the role of PR and SEO and how to make sure that your getting things from SEO that helps your brand as well . On top of getting more eyeballs and views, but also getting backlink help . To ensure we are all on the same page, when we are defining Public Relations, we look at an avenue that works similarly . For example, if you look at E-Harmony, this is a site to set up dates . They look at profiles and see who would match together and hit it off . PR is becoming E-Harmony for your brand, the brand that you work for, and your job is too . Much like the E-Harmony website, the point is to get to know the brand really well and you get to know the people that are influencers or the people in the media . Your job is to connect them . This would be the part that is like setting them up on a date . If it works and they get along, you did a good job setting up a reporter with a brand, or an influencer with a brand, or an idea with a brand . Your hope is they make incredible story babies together . Your job in PR is to make more and more story babies . The hope of this book is to teach you more techniques and some outlets that you can consider for seeing more story babies in the world for the brands or influencers you work for . PUBLIC RELATIONS IN 2019 4 INTRODUCTION PUBLIC RELATIONS IN 2019 5 CHAPTER 1: ADVERTORIALS Traditionally in media outlets, the advertising department and the editorial department were very separate . They were like Church and State or there was a giant wall between them, but of course, some things would sneak back and forth . In the past year, there has been a drastic change where the wall has been knocked down due to the fact that so many reporters have been laid off . Newspapers and magazines need the ad revenue to ensure the company stays afloat and they keep their jobs . This has shown with much more creativity in the ad departments . By definition, an advertorial is ‘a newspaper or magazine advertisements giving information about a product in the style of an editorial or objective journalistic article’ . Of course, this doesn’t just need to be about a product, but a brand or person or an idea . Some terms that people have used besides advertorial is sponsored content, created by the creative content team at blank publication, in cooperation with (whoever is sponsoring this) . Everyone has a different term that makes them feel better about the fact that they have sold out their publication to let someone essentially pay to play . Having paid content in publications is becoming more and more common . In America recently, they have passed a law where you actually have to say if the content has been sponsored if it is online . This is seen a lot on social media platforms like Instagram and Facebook . Instagram has shifted their system so that influencers can disclose if the content is in paid partnership with someone in the location area of the post . In Canada, there isn’t a law yet, but I think publications, in order to save their integrity, have started stating ‘sponsored content’, ‘advertorial’, ‘featured content’ and so on . Looking at the chart below, an advertorial is when editorial and advertising have merged . Refer to the appendix for the full advertorial . media kit 2019 media kit 2019 PRINT RATES (NET) AND DEADLINES PRINT SPECIFICATIONS we accePt S PDF FILES (PDFX1/a files are preferred)* non bleed ads bleed ads* S NATIVE FILES created in Photoshop, Illustrator, InDesign, EPS, TIFF, JPG rates closing dates - 2019 * Only finished ads to our exact size specifications can be submitted as a PDF. If ad AD SIZES (inches) NON-BLEED SIZE AD SIZES (inches) TRIM SIZE LIVE SIZE production is required, logos and images must be supplied in one of the formats width by height Please add minimum 1/8” For guaranteed type safety, all 1x 3x 6x 8x 10x ISSUE SPACE CLOSE AD MATERIAL DUE DISTRIBUTION DATE width by height beyond trim size on all critical live material must be listed above sides to allow for bleed con-tained within live area. Full Page $5,305 $5,040 $4,790 $4,555 $4,330 February December 6 December 14 January 18 Full Page 7.1875 x 10.0625 we do not accePt Full Page 7.875 x 10.875 7.25 x 10.125 2/3 Page $4,775 $4,540 $4,315 $4,100 $3,900 March January 10 January 18 February 13 2/3 Page Vertical 4.75 x 10.0625 S Native files created in Corel Draw, Quark Xpress, Microsoft Office (i.e. Word or 2/3 Page Vertical 5.125 x 10.875 4.375 x 10.125 Publisher) Digest 4.75 x 7.5 1/2 Page Horizontal $4,410 $4,185 $3,980 $3,785 $3,595 April February 7 February 15 March 14 Digest — — 1/2 Page Horizontal 7.1875 x 4.9375 file submission Digest $3,885 $3,755 $3,570 $3,395 $3,230 May March 14 March 22 April 17 1/2 Page Horizontal 7.875 x 5.3125 7.125 x 4.5625 PLEASE SUBMIT FILES VIA FTP UPLOAD OR EMAIL. 1/3 Page Vertical 2.3125 x 10.0625 1/3 Page $2,655 $2,525 $2,395 $2,280 $2,165 June April 12 April 18 May 21 1/3 Page Vertical — — S To upload files using Canada Wide’s FTP System, please 1/3 Page Square 4.75 x 4.9375 contact [email protected] for upload instructions 1/6 Page $1,380 $1,315 $1,250 $1,185 $1,130 TOP 100 July/August May 10 May 16 June 14 1/3 Page Square — — 1/6 Page Vertical 2.3125 x 4.9375 S Send emails to [email protected]; include name of ad, publication and issue date DPS $10,085 $9,585 $9,105 $8,660 $8,230 September July 12 July 18 August 16 1/6 Page Vertical — — 1/6 Page Horizontal 4.75 x 2.4375 1/6 Page Horizontal — — Proofs 1/2 DPS $8,375 $7,960 $7,565 $7,195 $6,835 October August 12 August 16 October 3 Double Page Spread 15.0625 x 10.0625 Double Page Spread 15.75 x 10.875 15 x 10.125 Colour matching cannot be guaranteed unless a professionally calibrated, industry IFC or IBC $6,750 $6,620 $6,480 $6,280 $6,075 November September 20 September 26 October 25 1/2 Double Page Spread 15.0625 x 4.9375 standard colour match proof is provided 1/2 Double Page Spread 15.75 x 5.3125 15 x 4.5625 OBC $7,560 $7,395 $7,250 $7,020 $6,825 December/January 2018 October 11 October 19 November 15 rules for accurate outPut Page 3 - Lead Page $6,430 $6,305 $6,175 $5,980 $5,790 Extensions available on request. ad sizes BELOW ARE GUIDELINES FOR PRODUCING THE BEST FILE POSSIBLE: DIMENSIONS Page 4, 5 $6,105 $5,990 $5,865 $5,680 $5,500 S – Please refer to our Ad sizes (above) and supply ads at exact sizes S COLOUR – All files should be created and supplied in CMYK, RGB, Spot Colour All rates are in Canadian dollars (taxes not included).
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